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MOMENT MARKETING

2. Hello!
José Arteaga
Creative Digital Strategist
OgilvyRED
Andreanne Leclerc
Regional Managing Partner
Ogilvy & Mather Asia Pacific

3. What’s the weather like in your city?
Tell us where you’re dialling in from!

4. MOMENT MARKETING
OR THE ART OF MATTERING RIGHT NOW
Arvind Srivastava
Andreanne Leclerc
March 2018

5. “HOW DO WE BETTER UNDERSTAND
(AND START TO) MARKET IN-THE-MOMENT?”

6. Contents
Mattering NOW
Dimensions
Opportunities
Planning
Mindset

7. MATTERING

8. RIGHT NOW IS ON THE RISE
People are making decisions faster
People expect to get support, products and services immediately
People are increasingly making last-minute plans

9. Jan. - June 2017 vs. Jan. - June 2015. GoogleApril 2016 Google Internal DataMay 2016 Google/Purchased
RIGHT NOW IS ON THE RISE IN EVERY SPACE

10. WHY?
Consumers are living an incredibly fragmented mobile life.
4,000 messages coming their way every day.
The ones that hold their attention are the ones that are relevant to
them — INTEREST DEFINES EMOTIONAL RECEPTIVITY.
They have smaller attention spans and demand bite-size
information on the go…

11. WITHOUT BRAND DISCIPLINE IT CAN BECOME A MOMENT OF
WASTEFUL MEDIA CONNECTION OR WORSE…

12. WHILE BEING TRUE TO THE BRAND CAN CREATE POWERFUL
AND IRRESISTIBLE CONTENT IN-THE-MOMENT
Moment Marketing is not
blind/reckless content creation.
On the contrary, it is an efficient way
to “Marketing in the Moment.”
(The OBM rule of ‘when, why, how.’)

13. IT IS HOW IT
TRANSFERS TO REAL
CONVERSATIONS,
VISITS AND
TRANSACTIONS
MORE IMPORTANTLY, IT IS MORE THAN JUST BEING IN THE
‘DIGITAL AND SOCIAL’ WORLD…

14. MOMENT MARKETING ALLOWS BRANDS TO
CONNECT WITH CONSUMERS IN MOMENTS
THAT MATTER, SO THAT WE CAN ENGAGE
THEM WITH IMPACTFUL, TIMELY,
RELEVANT CONTENT AND CONVERSATIONS
MOMENT MARKETING
= MATTERING NOW

15. DIMENSIONS

16. FRAMEWORK: MOMENTS HIERARCHY
OCCASION / EVENT
MOMENT
MICRO-MOMENT
STRATEGIC BUSINESS OR BRAND
OPPORTUNITY:
MOMENTS ALREADY HEIGHTENED
OR IDENTIFIED
BRAND AND PRODUCT
FILTER/ROLE:
HOW DO WE FIT IN THE MOMENT
BRAND AND PRODUCT
RECEPTIVITY & ENGAGEMENT:
MAKING MOMENTS AND OUR ASSOCIATION
NOTABLE, POSITIVE AND PERSONAL

17. ANNUAL OCCASION: CHRISTMAS
OCCASION
MOMENT
MICRO-MOMENT
CHRISTMAS
DINNER
TOAST
SHOPPING BASKET
RECIPE SEARCH
THEME, INVITE,
DECORATION, ETC.

18. RECURRENT CALENDAR SPORT EVENTS
OCCASION
MOMENT
MICRO-MOMENT
FOOTBALL
(EPL SPONSORSHIP)
VIEWING PARTY/TIME
WITH FRIENDS
PLANNING
GET-TOGETHER*
FAN NOTE EXCHANGE/TRIVIA*
ADAPTIVE CONVERSATION ON
IN-GAME MOMENTS**
CONTENT ON BEST
GOALS*
*PLANNED MOMENTS
**UNPLANNED MOMENTS

19. A MARKETING MODEL THAT LOOKS AT MORE NIMBLE
OPPORTUNITIES
MICRO-MOMENTS OPPORTUNITIES
OCCASIONS / EVENTS WITH MULTIPLE MOMENTS

20. Occasions / Events
Christmas
FIFA
Trends
Memes videos
Occasions
Dinner
Party
Going to the cinema
Behaviors
Habits
Shopping
Driving
Friend meeting
Drinking
Networking on social media
Getting ready in the morning
Buying a car
Proprietary or non
proprietary events
News
Occasions
Stories
Milestones
Personal - JourneyCultural
Brand
Quantity, duration,
frequency and recurrence
will vary
MOMENTS CAN ORIGINATE FROM DIFFERENT PLACES

21. BUILD ANTICIPATIONSTAGE 1 STAGE 2 GAME TIME STAGE 3 HIGHLIGHTS AND RECAP
THEY TYPICALLY COME IN PHASES
an exact point
in time
an appropriate time for doing
something; an opportunity
a very brief period of time
a particular stage in something's
development or in a course of
events
GRANUALARITY
PRE DURING AFTER

22. OPPORTUNITIES

23. Customer Value AcquisitionBrand Value
Reduces churn and builds
advocacy with every
interaction
Increases commercial
value through focused
content
Builds trust and creates a
favorable selling
environment
PRE DURING AFTER
EACH MOMENT AND MICRO-MOMENT CAN DRIVE SPECIFIC
OBJECTIVES
AWARNESS, CONSIDERATION,
PREFERENCE
ACTIVATION,
LOYALTY
EXPERIENCE,
ADVOCACY

24. THEY CANNOT ALL BE PLANNED FOR: CONTEXT AND RESPONSES
UNPLANNED
unpremeditated, unscheduled,
accidental, unexpected, surprise,
spontaneous
PLANNED
set in stone or can be anticipated,
part of a calendar, an agenda
REACTIVEResponses
Context
PROACTIVE
Response prepared in
advanced for a known
moment, and micro-
moment
Response prepared for an
upcoming moment during
the same day or next 2-3
days
Response to a twist in the
course of an event or to a
new micro-moment
unfolding
Response to a new moment
or micro-moment and
requires a response in a
short timeline to be relevant
or real-time

25. IT REQUIRES TO BOTH BE PLANNED AHEAD AND IN THE NOW
OCCASION / EVENT
MOMENT
MICRO-MOMENT
PROGRAM
HERO CONTENT
Planned annually and
produced quarterly
PULSE
PROACTIVE CONTENT / ALWAYS
ON
Planned weekly and
produced weekly
PULSE
REAL TIME CONTENT
Planned daily and
produced in real-time
PLATFORM
(BRAND)
Planned annually
or bi-annually

26. CONTENT / RESPONSE IMPERATIVES AND IMPACT
Content Speed
Content Shelf Life
Audience Engagement
Resources required
Production Scale
How fast the content needs to be prepared in advance
How long it will stay actual and relevant and potential reusability
Moment relevance and level of personalization (customer)
Level of creativity and channel / platform knowledge
Skills, tools, process and time required for development

27. IMPERATIVES AND IMPACT MAPPED
UNPLANNED
PLANNED
REACTIVEResponses
Context
PROACTIVE
Content Speed
Content Shelf Life
Audience Engagement
Resource Required
Production Scale
Content Speed
Content Shelf Life
Audience Engagement
Resource Required
Production Scale
Content Speed
Content Shelf Life
Audience Engagement
Resource Required
Production Scale
Content Speed
Content Shelf Life
Audience Engagement
Resource Required
Production Scale

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29. PLANNING

30. DEFINNING MOMENT TERRITORIES
IDENTIFY THE OCCASION(S)
THAT PROVIDE GREATEST BUSINESS AND
BRAND OPPORTUNITY
DEVELOP DEEPER UNDERSTANDING OF
AUDIENCE
UNDERSTANDING IN-MOMENT BEHAVIOR.
REFINING THE MOMENT SPACE
IDENTIFY & REFINE THE RIGHT MOMENTS
AND ASSIGN ROLE OF COMMS FOR EACH—
LINKING IT CLOSELY TO BUSINESS & BRAND
GOAL
BUILD A MOMENT SPECIFIC CONSUMER
PERSONA
THE BRIEF TO TRIGGER COMMUNICATION.
BUILD COMMUNICATION IDEAS/CALENDAR
STEP #1 STEP# 2 STEP# 3 STEP #4
PLANNED PLANNED
UNPLANNED
APPLY THE PLANNED FRAMEWORK
IT WILL GUIDE MOMENTS SELECTION AND
BRAND RELEVANCE
SPOT OPPORTUNITES DAILY
ON THE WATCH FOR EXISTING AND NEW
MOMENT AND MICRO-MOMENTS WHERE THE
BRAND HAS A POINT OF VIEW

31. #1 IDENTIFY MOMENTS / OCCASIONS
Transumer
Consumers are spending more time in transit. Commutes – as
well as the ‘places in between’ – offer new marketing
opportunities.

32. Consumer Companions Time of the day Activities
Young parent family
Workday Morning Breakfast
Young working adult partner
Workday Noon Lunch
College Student friends
Workday Afternoon Dinner
children
Workday Night
Coffee & Tea break
alone
Weekend Morning Commute
colleagues
Weekend Noon Work
Weekend Afternoon Movies
Weekend Night Exercise
KTV
School
Couch potato
Study (Self)
Lesson /Tuition Time
Park
Celebration/ Party
Young Parents
Young
Working
AdultsCollege
Students
Family
Partners
Children
Alone
Colleague
Weekday
Morning
Weekday
Noon
Weekday
Night
Weekend
Night
Commute
Eat
Movies
Exercise
TV
KTV
School
#2 DEVELOP DEEPER UNDERSTANDING
HOW TO DO IT? TOOLS REQUIRED:
-Social Research
-Deep dive ethnography (optional/for large
investment occasions)
-Mini-Focus Groups
-Online/mobile surveys
-Media Data
-GWI

33. #3 REFINING THE MOMENT SPACE
Find the right moment
Understand the moment
(Context and passion points)

34. Receptivity
PRIORITIZING THE MOMENTS:
Prevention
Urgency
Relevance

35. #4 BUILD A MOMENT SPECIFIC PERSONA

36. MINDSET

37. TO THE SOCIAL PEOPLE:
RIGHT NOW DOESN’T MEAN SHORT TERM
Riding on an occasion rather than working through how the
brand fits.
Credibility over being the first.
Building meaningless or too much content that won’t leave a
trace.
Foster deeper links that can reaffirm brand promise within the
context/occasion/moment can help drive habit, sales as well as
love.
Ride waves with few but more powerful brand connections.
What is the impact? Brand essence needs to be baked into the
content.
Ideas that are not only living in social – permute beyond.

38. TO THE BRAND PEOPLE:
RIGHT NOW DOESN’T MEAN NO SUBSTANCE
DEEP PLATFORM KNOWLEDGE IS IMPORTANT TO CRAFT A
RESPONSE THAT IS MEANINGFUL AND RELEVANT IN CONTEXT.
NEED TO ADJUST TO WORK WITH REDUCED TIMEFRAME FOR ALL
THE UNPLANNED MOMENTS.
TRADITIONAL SKILLS IN PLANNING AND CREATIVE IS AS
IMPORTANT AS DIGITAL AND SOCIAL EXPERTISE.

39. Want this deck?
It will be available for download shortly after
the webinar on: slideshare.net/socialogilvy
Ogilvy staff: It’s also on The Market!
themarket.ogilvy.com

40. Questions?
José Arteaga
Creative Digital Strategist
OgilvyRED
Andreanne Leclerc
Regional Managing Partner
Ogilvy & Mather Asia Pacific